| Cannes Lions, 2014 | ||
|---|---|---|
| PROMO & ACTIVATION LIONS | Promo & Activation: Digital & Social: Use of Social Audience in a Promotional Campaign | BRONZE |
| Epica Awards 2014 | ||
| Digital | Creative Technology | Silver |
| Design | Graphic Design | Bronze |
| London International Awards 2014 | ||
| Design | Branded Content | Bronze Winners |
| Cristal Awards, 2014 | ||
| BRAND CULTURE | BEST DIRECT OR RELATIONSHIP MARKETING CAMPAIGN | EMERALD |
| CONSUMER MARKETING | Social network client relationships | CRISTAL |
| CONSUMER MARKETING | Relationship with youth market | CRISTAL |
Type of entry: Promo & Activation: Digital & Social
Category: Use of Social Audience in a Promotional Campaign
Advertiser: MTV MOBILE / SUNRISE COMMUNICATIONS SWITZERLAND
Product/Service: TELECOMMUNICATION PROVIDER
Agency: FCB ZURICH, SWITZERLAND
Client: MTV MOBILE / SUNRISE COMMUNICATIONS SWITZERLAND
Product: TELECOMMUNICATION PROVIDER
Entrant: FCB ZURICH, SWITZERLAND
Type of Entry: Promo & Activation: Digital & Social
Category: Use of Social Audience in a Promotional Campaign
Entrant Company : FCB ZURICH, SWITZERLAND
Advertising Agency : FCB ZURICH, SWITZERLAND
Creative Director/Ecd: Dennis Lück (FCB Zürich)
Senior Copywriter: Sören Schröder (FCB Zürich)
Art Director: Marcin Baba (FCB Zuerich)
Typography: Stefan Grandjean (Start Gmbh)
Programming: Sebastian Palka (3elemente)
Film Production: Wirzfraeffelpaal (Wirzfraeffelpaal)
Describe the brief from the client:
The main challenge was: Everyone is familiar with MTV. But not many people know MTV mobile and its products. So we needed something to activate the Swiss target audience and make it aware of the telco provider MTV mobile.
Promotion Development:
MTV mobile wanted to give its consumers something that addresses one of their most important needs: expressing themselves. So we created eight fonts, each representing one of the eight basic human emotions. The result: the Emographies. These new fonts can be used via the Emography Facebook app, a fun communication tool for young people. The desired outcome was that the app would move the target audience voluntarily towards our brand.
Results:
The app struck a nerve among the young consumers and quickly spread on the Web. In only one month, over 2.8 million messages were sent through the app, turning the Emography app into the second-largest free messaging service after WhatsApp. Almost 84% of all visitors to mtvmobile.ch arrived through the app. MTV mobile gained 32,000 new consumers who signed a subscription agreement with MTV mobile Switzerland.
Relevancy to Product/Service:
MTV mobile offers means of communication – and this idea itself is a new tool for communication, tailor-made for the young target group. By offering the group a tool like this, MTV mobile was able to prove in the best possible way that it cares about how young people communicate.